"There are 1.6bn Muslims in the world – and brands are starting to pay close attention," according to Sawsan Abdillahi, MENA regional lead at Ogilvy Noor, a specialist unit of Ogilvy & Mather.
Speaking at Brand Week (Istanbul, November 2017), Abdillahi made a compelling case for global brands to cater to this enormous, and fast-growing, demographic. After all, 33% of the world's Muslims are aged under 15, and 66% are under 30.
Moreover, the size of the opportunity is huge. The Islamic Finance sector is worth $1.6 trillion per year, and Halal food turns over $2 trillion. Many sectors are...